Store diagnosis and improvement methods for sites with many visitors but low sales volume
by 300cbt Team·
When you first open your online store, you may have a million or even 10 million visitors. But for some reason... it doesn't sell.
Assuming you have the right traffic, you can solve this mystery by figuring out some of the factors that prevent customers from purchasing.
From small details such as the color of the “Buy Now” button to larger elements of your brand story, several factors influence a customer’s purchase decision.
As with any diagnosis, potential causes need to be objectively determined in order to resolve the actual problem.
Create navigation like a new customer
Your website probably won't be the first site your potential customers use.
Just as they expect the fitting room in a brick-and-mortar store to be in the back, there are certain conventions users expect on a website. Some elements may seem obvious, but getting them wrong can easily result in a loss of sales.
Is the navigation on the main page easy to use?
Most users use the navigation menu to find products on the homepage. This menu is usually found at the very top (header navigation) or at the very bottom (footer navigation).
Examples of larger online stores like Bailey Nelson, Knixwear and Kylie Cosmetic show what customers have become accustomed to.
The shop button included in the header navigation usually consists of a drop-down menu sorted by categories such as branded products or sweaters, t-shirts, and shirts, including all products on the collection page.
Depending on your business, you may want to link to a page that customers will visit before making a purchase. Examples include:
- About Us: A page for customers who want to know more about your business and find your startup story.
- Contact Us: A page where customers can send questions or concerns.
- FAQ: A page containing frequently asked questions from customers about products.
- Shipping: Page for customers who want to know the shipping cost to pay before payment
- Size guide: A page to give customers confidence in their purchases and reduce return rates.
Can I move non-essential pages to the footer navigation?
Although it's tucked away at the bottom of the site, visitors often head to the footer navigation to find more information about the company.
Check that the links in the header and footer work properly, and that the pages in the title and link match. Easy-to-fix elements like broken or inaccurate links can hurt your sales.
Creating an honest homepage
The store's homepage is like a showcase in an offline store. It must reflect the best visual elements while attracting customers.
While the Shopify theme you choose will have a big impact on the look of your store, there are many other factors to consider.
Does your brand look professional?
Your brand is showcased on the website homepage. The font and color palette you choose can help customers understand how they become customers of your site and learn about your company. Ask your own question.
-Do you have a professional logo?
- Is it a strong brand symbol and consistent colors and fonts?
- Are the images clear and high-resolution? (Avoid blurry or broken images)
- Are the sentences easy to read and can the important parts be easily identified?
Fortunately, your brand's visual elements don't have to be complicated. Even if you already have a logo, you can use Hatchful, Shopify's free logo maker, to create visual guidelines that you can apply to the rest of your website.
Choose professional, complementary logo colors on Hatchful, and when in doubt, use the theme's templates to create a seamless brand look that will inspire confidence in your prospective customers.
The same role can be played with photos. For customers who cannot see the actual product, photos serve as a means of judging the quality of the product. Invest for this.
For your lifestyle photos, you can take your own photos or use professional photos for free on Burst. Most of the images posted on Burst are carefully selected for e-commerce, so you can apply photos that fit your brand image.
If you want to create your own high-quality product photos, there are simple and inexpensive tools you can use.
- Remove.bg : Site used to remove the background of a photo
If you aren't using professional, high-quality photos on your site, customers will turn away.
Does your homepage have an attractive call to action?
Just like your navigation menu, having the right call to action on your homepage can help guide customers to the checkout page. A call to action uses bold lines and clickable buttons to draw attention and encourage a click.
E-commerce sites usually place a call to action on the main banner of the homepage. The main banner is typically used to promote the best selling products or most popular collections that customers see first.
Beauty brand Vanity Planet has all the essentials to highlight its main website banner.
The homepage banner is placed in the exact center and delivers a clear, one-sentence message to customers to encourage them to click and make a purchase. If your homepage does not have a main banner image to highlight or contains too many messages on the first page, customers will get bored and bored.
If you need a secondary promotional message, such as free shipping or a discount on a specific delivery, the best option is to use the notification bar. The notification bar is usually displayed in small text at the very top of a website. Therefore, it will not take away attention from the main banner.
Outdoor Voices' notification bar doesn't take away from the banner image. However, we are conveying the important message to customers that free shipping and free returns are available when a certain amount is spent. By integrating special promotions like these into your homepage via the notification bar, you can display a secondary call to action, such as an offer for price-sensitive customers.
Are you using copywriting that targets your target audience well?
Another important element of a good website is whether the copy speaks persuasively and directly to the customer.
Copywriting must be persuasive. Unnecessarily long sentences or large letters discourage customers from purchasing. Large online sellers keep copywriting on their homepages to a minimum.
Mejuri divided the homepage into only two paragraphs to tell the brand story. Customers who want more information can go to the About Us page, but your company's story shouldn't take up the entire homepage.
One of the most common copywriting mistakes is not having your ideal customer in mind. When your target customers visit your homepage, you need to be able to say that this site is for them.
“If your website’s copywriting tries to speak for everyone, it’s like speaking for no one.”
Selling online is all about trust, and nothing looks more unprofessional than a typo on your website. Even if you proofread your site on your own, it may be a good idea to enlist the help of a friend or hire a copywriter or proofreader.
Is it well optimized for mobile?
One of the challenges of troubleshooting a website is that the home page your audience sees varies from screen to screen. Nowadays, the most major website traffic is mobile devices. Websites on mobile devices may look different than on desktop.
No matter what device you use to access your homepage, it should look good and all functions should work properly.
If your device isn't as popular as Android or iPhone, you can use Chrome's inspection tool to view it by version.
Is this a trustworthy site?
Building customer trust is difficult when you don't have sales results. However, it is a necessary step for your website to turn visitors into customers. Your visitors won't know who you are, so you need to create a website that makes every visitor feel safe.
Below are some ways:
1. Real-time chat with customers
Even though you can't be physically present in the store, live chat allows you to introduce yourself and communicate one-on-one with all visitors. Real-time chat features include Shopify apps such as Shopify Chat and Tidio , or Facebook messages.
Live chat allows visitors to continue browsing and ask questions about your products. Some live chat apps have an auto-reply feature. This app allows visitors to get their questions answered even when they can't see the live chat.
2. Build relationships with social media
Social media accounts are key to promoting your brand online. If visitors cannot find the store's Instagram, decorate the novel account's profile with brand highlights.
You don't need to create accounts on every platform, but you should keep your social accounts large on the platforms your customers use most. This requires regularly updating your social profiles and content, and responding to customer comments and messages to prove that your business is active.
For example, if you have a successful Instagram account, consider embedding an Instagram gallery on your site to promote your social media presence on your online store. Also, it would be a good idea to try adding a sharing function.
3. Source and user function content
If you don't have any customer reviews or photos to help you market your store, try offering your products to influencers, friends, or family.
You can use these images as the basis for paid ads, websites, social media profiles, or themes to build customer trust.
4. Create a story and share it with your customers
People love to buy things from other people. That's an advantage over large supermarkets. If your brand doesn't have a human element, put your story or purpose on your homepage or About Us to appeal to new visitors and potential customers to give you a chance.
Check your data and see where you're losing customers.
When evaluating your brand online, you only need to look at the data to see if you're following the best practices most customers want.
Each store is different, so reviewing your analytics can point to specific areas where your users are struggling. You can find this data through your Shopify dashboard or Google Analytics.
The percentage of website visitors who reach the purchasing stage is called conversion rate. While overall conversion rate is important, breaking it down into milestones like “Add to Cart” and “Change Purchase” can help you pinpoint specific dropdown points from first visit to purchase.
Are customers adding items to their shopping carts?
Looking at the number of items your site visitors add to their shopping carts can help you evaluate what changes you need to make in your store.
You can check your online store conversion rate in your Shopify analytics dashboard to see how many visitors are adding products to their cart.
If your visitors aren't adding items to their shopping carts, consider these things:
- Upload various photos
- Increase the size or change the color of the shopping cart button
- Make the shopping cart button easier to find on the desktop site or mobile.
- Remove the shopping cart button at the bottom of unnecessary or too long copyright
- Use bullets, font size, or other options on your product pages to make them easier to read.
- Add good examples to your product pages
Do you have a high rate of abandoned shopping carts?
One of the biggest challenges to conversion rates is abandoned carts. You can check abandoned carts in Shopify's abandoned purchases submenu.
Fortunately, there are several ways to recover abandoned carts and get customers back to your website to complete their purchases.
These are some ways to convert abandoned shopping carts.
- Enable the use of abandoned cart emails within Shopify or through an email marketing platform like Klaviyo
- Consider adding discount codes to your emails to recover lost sales and increase conversion rates.
- Send multiple emails and set them up in an automated sequence, giving you the opportunity to persuade customers to complete a purchase
- Consider a slide-out shopping cart that removes the shopping cart review page and inserts a button that allows customers to check out immediately after adding products to the cart.
- If you add a Buy Now button to the product page, you can skip the shopping cart and pay immediately.
Is the price or option preventing you from paying?
If you have a lot of customers making purchases, but the bounce rate is high at the point of making the final purchase, it may be a good idea to consider this.
- Re-evaluate prices and shipping costs to make them more attractive to customers
- Set a free shipping threshold to encourage people to buy more items
- Offer a variety of plans, from cheap standard shipping to expensive express shipping
- Give your customers more payment options at checkout by adding mobile payment options like PayPal, Apple Pay, or Google Play.
- Offer new customers a discount code for their first purchase through a pop-up app like Privy that they can apply at checkout
The easier you make the checkout process, the higher your conversion rate will be. When a customer reaches the final stage of shopping, it's up to you to make sure they make the payment.
Are you remarketing to your visitors?
You need to make it clear that not all consumers are ready to buy something on their first visit to your store. Depending on the product and price, making a decision may require multiple return visits and ample time and review.
Remarketing audiences target previous visitors based on actions they took, such as abandoned shopping carts or navigation to specific product pages. It's a way to prioritize promoting your brand to customers who aren't yet ready to buy.
Remarketing is typically a method of retargeting visitors with email marketing (e.g. sending discount codes to customers with abandoned carts) or paid advertising.
Although it may require some setup, retargeting is an effective form of advertising because it allows you to dynamically advertise products viewed on your website. If you want to learn how to create your own campaigns, the best way is to use Facebook Ads.
How many visitors are scrolling, clicking, or searching on your website?
If it's unclear where your customers are struggling to understand your brand or product, consider watching videos of actual users using it. You can record and watch the action using the Hotjar or Lucky Orange apps.
If users are having trouble finding what they want on your website or can't navigate it, you need to improve their experience. Hatjar creates heat maps to show you where the majority of your customers are clicking and dropping, letting you know how you can improve to drive more purchases.
We recommend enabling search to understand where your users are wandering and where their navigation is lacking. If you have a search bar on your homepage, you can check the search results of top online stores using the Shopify report. This report will help you understand what attracts your customers and where they are wandering around browsing your website.
Adding popular search terms to your main menu can help your store navigate and increase conversion rates.
What other factors hinder sales?
Looking at your website's data can quickly identify holes in your sales from potential purchases, and paying attention to the best practices most ecommerce brands use can help you improve your overall store experience. If you're confident in your business idea, these small changes could be just the thing you need to make your first sale.
But if the results don't change after all these efforts, ask yourself:
- Are you selling the right product to the right customer?
- Have you targeted a niche market?
- Are you operating high quality traffic?
- Are you using email capture for customer development?
- Have you heard feedback from others?
The online store is a work in progress, so continuous testing will allow it to grow over time.